Advertising Standards Authority bans Just Eat advertising McDonald’s burgers because it failed to ensure that the advert was not targeted at under-16s

The Advertising Standards Authority (ASA) received a complaint alleging that the advert, which featured McDonald’s burgers, promoted products with high fat, salt or sugar content to under-16s via the social media platform.

The complaint was filed in December 2023 by Bite Back 2030, a youth campaign group, following which the ASA ruled that the advert should not be re-published in its current form.

The Committee of Advertising Practice’s Code of Conduct requires that advertisements for HFSS products must not be directed at persons under 16 years of age either through the choice of media or the context in which they appear.

As seen in December, the ad included the text: “Fancy a McMuffin in the morning? McNuggets for lunch? Or a long night at home with a Big Mac? Have them delivered right here.”

Just Eat argued that the paid ad was targeted at people over 18 using Meta’s age targeting tools.

It was further stated that the complainant would not have been able to see the ad if he had registered a Facebook account under the age of 18.

“We concluded that Just Eat had not taken sufficient care to ensure that the advert, which promoted several HFSS products, was not aimed at persons under 16 years of age. The advert therefore breached the Code,” the ASA said.

Just Eat stated in its response that it believed that by filtering the audience to users over 18, it had taken reasonable precautions to prevent protected age groups from seeing the advert.

“While we are disappointed with this outcome, Just Eat acknowledges the ASA’s concerns,” a spokesman said.

“We are currently reviewing our processes to ensure that future promotions reach only the intended audience.”